Reporting and Social Media Consumption: Social Challenges of Warung Madura Trend
Nadya Poernamasari, Dinara Maya Julijanti

Universitas Trunojoyo Madura

Abstract

Warung Madura has long served as a distinctive micro-enterprise model, operating not only across Madura Island but also in diverse regions throughout Indonesia. In 2024, public discourse surrounding the prohibition of 24-hour operations-initially sparked by complaints from minimarket owners in Klungkung, Bali-triggered a surge of online reporting and user-generated content that placed Warung Madura entrepreneurs at the center of nationwide attention. Drawing on new media theory and user-generated content, this study investigates the media platforms accessed by Warung Madura owners, the convenience and usefulness perceived by entrepreneurs, and the emerging patterns of online reporting they consume. A quantitative survey approach was employed, complemented by observations and in-depth interviews, with samples selected through judgment sampling from Warung Madura located in four districts across Madura Island. The integration of qualitative insights enriches the interpretation of digital media consumption behaviors among the respondents. The findings reveal that the surge in online reporting significantly influences Warung Madura operators, shaping public perception and exposing heightened competition within the traditional retail sector. Social media, in particular, has proven to be a powerful and rapid conduit for disseminating information, with many entrepreneurs following content created by influencers discussing the relevance and challenges faced by Warung Madura. Consequently, trends in online reporting and social media content related to the 24-hour operation controversy have had notable effects on the sustainability, competitiveness, and decision-making of MSME actors in this sector.

Keywords: Madurese Women, Creative Economy Industry, Gender Roles

Topic: Social and Cultural Dimensions in Coastal Cities